Mclaren Strikes K-swiss Partnership

British motor-racing team McLaren Racing has announced a new multi-year partnership with Los Angeles-based heritage footwear brand, K-Swiss, as it becomes an official partner of the McLaren Formula 1 Team from 2023.

K-Swiss has nearly 60 years of heritage in creating footwear and will enter Formula 1 for the first time with McLaren to evolve its presence and reach new consumers globally.

McLaren and K-Swiss will create a bespoke performance-based footwear collection, designed to be worn by McLaren pit crews and engineers at race events globally. The two brands will also collaborate on a footwear and a limited apparel collection which will be available to consumers.

The team will work with K-Swiss to on a number of sponsorship activations globally, including key races on the Formula 1 calendar.

Lindsey Eckhouse, Director of Licensing, ecommerce and esports, McLaren Racing, “It is a pleasure to welcome K-Swiss to the McLaren Racing family and Formula 1. We are excited to work with a brand which has such a strong heritage and can provide our team with footwear that is reliable with a focus on performance while looking fantastic. I can’t wait for the release of the collection.”

Dave Grange, International Brand President, K-Swiss, added, “We are honoured to be part of this exciting new and multi-year partnership and are looking forward to be joining McLaren on the racetrack. Each brand boasts a heritage that reflects the other’s, replete with perseverance, innovation, and excellence. We hope that with this new partnership we develop a new base of loyalists and extend our legacies further.”

McLaren Racing has confirmed a number of new sponsorship deals in recent weeks. The Surrey-based team announced a partnership with American financial institution Goldman Sachs and government-backed smart city project Neom in June. Computational software organisation Cadence and performance eyewear brand SunGod have also joined McLaren’s list of partners in recent weeks.

K-Swiss already has a presence within sports, predominantly in tennis, but this is the brand’s first move into Formula 1.

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